Repositioning with Heritage and Humour
With the intention of revitalising its brand, Wilkinson Sword has introduced a new campaign called “The Blade Masters Since 1772.” This daring project, which was developed by the independent creative firm Pablo, represents a significant change in Wilkinson Sword’s advertising strategy by utilising the company’s 250-year history of producing blades.
A Novel Persona and Creative Approach
The campaign revolves around three humorous hero videos that showcase The Blade Master, a new brand figure. Craig Ainsley, the director, uses ludicrous parallels such as a barman lacking precision, a doctor lacking training, and a waiter trained in a zoo to humorously highlight the inefficiency of dull razors. The mysterious Blade Master, whose real identity is still unknown, is presented as the foremost expert in blades.
With this creative strategy, Wilkinson Sword hopes to establish itself as the industry’s top competitor in the razor business. The campaign, which eschews typical celebrity-driven advertising, is aimed at guys between the ages of 18 and 34, who are more familiar with traditional razor blade marketing.
Utilising Historical Knowledge
Where Magic Happens, a strategy consultant that went deeply into Wilkinson Sword’s past, established the strategic groundwork for the campaign. They determined that the brand’s distinct selling advantage was its unmatched performance acumen, which stems from a long history of producing blades. This historical knowledge is deftly incorporated into the campaign’s messaging, which combines fun and tradition to encourage a more skillful shave.
Implementing Creative Ideas and Media Planning
Dan Watts, Pablo’s executive creative director, was thrilled about the collaboration, saying, “It’s been a smooth joy to glide around the face of amusement with Wilkinson Sword.” We anticipate creating more intelligent, unusual, and delightful work with the group and, naturally, The Blade Master.”
To ensure that the commercial is successful in several countries, Pablo worked with Flawless, a well-known AI film company, to create visual dubs, or vubs, in both French and German. Using their cutting-edge TrueSyncTM technology, they developed beautifully lip-synced videos that allowed The Blade Master to address audiences all around the world as if they were speaking in their native tongues.
A comprehensive media plan, comprising internet, out-of-home (OOH), and video on demand (VOD) advertising, will bolster the campaign. In the UK, VCCP handled media planning and procurement, while Wavemaker handled it in Germany and France. There are great hopes for the formal UK debut on May 20th, as well as for its influence on the European market.
Forward-Looking
“The Blade Masters Since 1772,” Wilkinson Sword’s audacious new ad campaign, marks a radical break from traditional razor promotion. With a blend of comedy, historical knowledge, and contemporary creative design, Wilkinson Sword is poised to take the lead in the market once again. The brand is positioned to win over the interest and allegiance of a younger, more discriminating audience when the campaign launches throughout Europe.
Source: https://www.vccp.com/news/2023/nov/wilkinson-sword-appoints-vccp-media-as-its-uk-media-agency-of-record https://www.wilkinsonsword.com/pages/the-blade-masters
